Opportunity
Values-aligned investing was getting crowded. Well-funded competitors, and a broader network of advisory firms that could easily move into the space.
Aii had nine years of results – hundreds of millions of dollars moved into non-concessionary positive impact investments for family offices and wealth advisers. A record the newcomers couldn’t match.
But a prospect couldn’t see that from the outside. So executives were spending their precious time repeating ‘this is who we are’ basics, rather than on the detailed conversations where work gets won.
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Strategy
The question wasn’t marketing. It was growth strategy: how does a firm like this pivot to being genuinely engaging with its stakeholders?
Start at the points of influence. A small number of relationships – the wealth managers and advisors whose opinion moves the market – shape how everyone else sees you.
So rather than write what Aii thought about itself, I went to those relationships first, captured in their words the value Aii creates, and made that the throughline for everything that followed.
Then deploy top-down, forensically. Every asset – brand, website, video, collateral – built from that same source, reviewed at every stage, nothing off-message.
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Action
One-on-one interviews with Aii’s key stakeholders – the country’s most renowned investment managers and leading family offices – capturing what prospects actually ask before they engage.
Competitor and peer research across seventeen firms, so every choice was made knowing exactly what Aii was standing next to.
A discovery workshop to define the voice – how Aii talks in sales calls, on LinkedIn, in the market.
Then a day of filming – each of the team interviewed, unscripted, on the part of the business they own. The Founder on why clients stay nine years. The investment lead on why they say no. The transcripts fed straight back into the website copy, which I wrote, directing their design agency through the redevelopment of the brand and website.
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Outcome
February 2024: Australian Impact Investments relaunched as Aii.
A brand that stands with any competitor in the market. A website that leads with the proposition, carries the endorsement of the people who matter most, and puts the team on camera.
Prospects arrive further along. Executive time goes on the detailed conversations, not the basics.
Here is the main highlight video, which is also supported by several shorts found throughout their website
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If the people who matter already trust you, but the wider market can’t see why – it’s time to put in the work!
